The French distiller says that Blenders Pride Reserve Collection is now the most expensive locally made whisky in India, retailing at an average price of Rs 800 for a bottle of 750 ml.

This is pretty close to the firm's imported whiskies 100 Pipers, which is priced Rs 1,000 for a 750 ml bottle on an average, and Ballentine's at Rs 1, 350. "Research suggested a clear consumer need gap," a Pernod Ricard India spokesperson said, referring to consumers who are keen on upgrading brand preferences.

Both Blenders Pride Reserve Collection and the new Royal Stag Barrel Select are priced significantly higher than their mother brands and create their own price points.

High tariffs on imported spirits had led Pernod Ricard to market domestic brands along with its international portfolio to widen its market.

Locally manufactured whiskies Royal Stag, Imperial Blue and Blenders Pride contributed the chunk of the Indian arm's volume sales of 20 million (nine-litre) cases in 2010-11. The whisky category has been growing much faster at the premium end than the mid and lower segments. The premium Indian whisky segment-where Blender's Pride sells at an average Rs 650 per bottle-is growing at a compounded annual rate of 22%.

The deluxe segment-where prices average Rs 360-400 and Royal Stag is placed-is growing at 18%. Royal Stag Barrel Select will be positioned between the deluxe and premium segment. It takes on Radico Khaitan's After Dark whisky.

An executive of a rival company said it may not be a good strategy to be occupy multiple price points with one brand. "The gestation period is too long to create a new brand and the failure rate is also high," the person said.